What Do Women Want? Just Ask

Ken McCurdy for Shane Homes

A focus group joined Shane Wenzel, third from right, of Shane Homes; Joanne Thomas Yaccato, a consultant; and Cal Wenzel, right, the company’s chief executive, at a home in Calgary, Alberta. The group’s suggestions were used in the home’s design.

FOR most of the 27 years it has been in business in Canada, Shane Homes has staked its claim as one of the country’s leading regional homebuilders the old-fashioned way: it devised and executed cookie-cutter designs for new houses just as fast as the orders came in. As the economy of its home base, Calgary, Alberta, soared on the back of oil and gas riches, it could have continued minting money by sticking with that tried-and-true approach. But two years ago, smack in the middle of a housing boom and heightened competition, Shane Homes dumped its old ways and adopted a new blueprint.

Click here to read the full article.

Back to In the News